中国电脑消费者行为报告英文版.docx

中国电脑消费者行为报告英文版.docx

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中国电脑消费者行为报告英文版

Abstract

Computerconsumptionforthestudentintheuniversityisnolongeraluxury,handaeverywhere.Throughthequestionnairesurveytotheconsumptionofthecomputer,thepaperanalysesthemostattentionmostofthelogarithmbrandisLenovo,Asus,apple,etc.Consumersbuycomputerconsidergenerallyinvolveprice,performance,service,computerdesignanddesign.Asfortraditionalsaleschannelstothesafetyandreliabilityofthevastmajorityofpeoplestillbeacceptedandnothowmanypeoplechoosetotrytobuyonthenetandreservations,forthepurposetobuycomputersandobjectivethoughtherearesomedifferences,butmostofstudentsaretostudyandentertainment,afterall,computerdesignapplicationisservicetocustomers,designisrelatedtomanyperformancemeettheneedsofdifferentgroups.

Content

1.Introduction…………………………………………………………………………4

2.LiteratureReview…………………………………………………………………..5

2.1Consumerbehavior…………………………………………………………….5

2.2Consumerattitude………………………………………………………………5

2.3Consumerdecisionmaking……………………………………………………6

3.Methodology…………………………………………………………………………9

3.1Collectdata………………………………………………………………………9

3.2Datadisplayandanalysis……………………………………………………….10

3.3PCmarketingsegmentation……………………………………………………12

4.AnalysisandDiscussion…………………………………………………………….15

4.1Differencesbetweenmonthconsumptionlevelandcomputerbrand………15

4.2Differencesbetweenusethetypeandcomputerbrand………………………15

4.3Differencesbetweenusethetypeandmonthconsumptionlevel…………….15

4.4Universitystudents'computerconsumptionbehaviorhassomeerrors…….16

4.5Themarketingstrategyofcollegestudents'computerconsumption………..16

4.6Studentslacknecessarycomputerknowledge…………………………………17

4.7Studentpreferandchoice………………………………………………………17

5.Conclusion……………………………………………………………………………18

6.Reference…………………………………………………………………………….19

7.Appendix…………………………………………………………………………….20

1.Introduction

ThepurposeofwritingthisreportisanalysiscomputerconsumerbehaviorandretailmarketingstrategyinChina.Chinaasthesecondlargesteconomyintheworldanditalsoownsthelargestpopulationintheworld.Therefore,everycomputercompanyenteredtheChinesemarketandwantstooccupymoremarketsharetoincreaseprofit.Nowadays,therearemanycomputerbrandsinthemarketofChina,suchas,Lenovo-IBM,Samsung,Apple,Acer,Dell,andsoon.Mostofthemownsomeloyalcustomers,thereasonofitistheyhavestrongermarketingstrategyofbrand,theirproductsownhighlevelofqualityandbetterserviceaftersales.InChina'srapideconomicdevelopment,itpresenttrendinformationera.Withthefiercecompetition,corporationcandiscerninformationtooccupyintheposition.Thisperiodandlater,thecomputerwillenterintomorepeopleoflife.Andamongthem,themoreandmoreimportantroleinChina,thedatawhichisfromthefamousAmericanmarketresearchfirminternationaldata（IDC）indicatesChinahasalreadyovertakenJapantobecometheworld'ssecondlargestcomputermarket,behindtheUnitedStates.Thefirstpartisintroducingsomeknowledgeaboutconsumerbehavior,forexample,consumerbehavior,consumerattitude,andconsumerdecisionmaking,andwhatelementinfluencedecisionmaking.Thesecondpartisindicatinghowtocollectdatafromthemarket.ThethirdpartisanalysisthePCconditionofuniversitystudents.

2.LiteratureReview

2.1Consumerbehavior

Theconsumerbehaviorisdefinedasthebehaviorthatconsumersdisplayinsearchingfor,purchasing,using,evaluating,anddisposingofproductsandservicesthattheyexpectwillsatisfytheirneeds.Consumerbehaviorfocusesonhowindividualsmakedecisionstospendtheiravailableresources（time,money,effort）onconsumption-relateditems.（Schiffman,L.G.andKanuk,L.L.,（2007））

2.2Consumerattitude

Anattitudeisalearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablewaywithrespecttoagivenobject.（Schiffman,L.G.andKanuk,L.L.,（2007））

Theimportanceofattitudes:

therawmaterialourofwhichpublicopiniondevelopsistobefoundintheattitudesofindividuals,whethertheybefollowersorleadersandwhethertheseattitudesbeatthegeneralleveloftendenciestoconformtolegitimateauthorityormajorityopinionoratthespecificleveloffavouringoropposingtheparticularaspectsoftheissueunderconsideration.（PeterM.Chisnall（1995））

Consumerattitudebehavior

（1）Consumerstopurchasetheinfluenceofbehaviorattitude:

First,consumerattitudewillaffecttheproduct,thetrademarkjudgmentandevaluation.Second,consumerattitudeinfluenceconsumers'learninginterestandlearningeffect.Finally,throughtheinfluenceconsumerstobuyintentionattitude,affectpurchasebehavior.

（2）purchasebehaviorandattitudeisnotthesamefactors

ØConsumermotivation:

evenifconsumersofaenterpriseoraproductholdapositiveattitudeandgood,butiflackofpurchasingmotivation,consumeralsowillnotnecessarilytakebuyaction.

ØBuyability:

consumersmayforacertainproductspecialpraisehighly,butduetotheeconomicabilitythelimit,canonlychooselowpriceofsomeotherbrandsofthesameproducts.

ØSituationfactors:

suchasholiday,bythelackoftime,sick,andsoon,mayresultinthepurchasemannerandpurchasingbehaviorisnotthesame.Whentimeisbounteous,consumersmaybeaccordingtoownpreferencesandattitudechoosingabrandofproducts;Butwhenthetimewasverynervous,forexampletocatchaplanewillsoonleaveacity,consumersactualchoiceproductsandhisattitudeforthisproductdoesn'tnecessarilyhavetoomuchinternalrelations.

ØMeasureproblems:

behaviorandattitudediscrepancybetween,sometimesmaybeduetotheexistenceofattitudemeasuringerrors.Forexample,onlymeasurestheconsumerforacertainproductattitude,andwithoutmeasurementsofsimilarproductsofotherconsumercompetitionofattitude;onlymeasuresthefamilyofmemberattitudes,andotherfamilymembersdidn'tmeasuretheattitude;orleftthespecificsituation,estimate,andwithoutmeasurementsattitudeofotheraspectsinvolved,andsoon.

ØAttitudemeasuringandactionofthedelay:

betweenattitudemeasuringandaction,therearecertaintotaltimeintervals.Inthistime,appearanceofnewproducts,newpromotionmeansofcompetitionproductofuse,andmanyotherfactors,arelikelytocauseconsumerattitudechanges,thusinfluenceitspurchaseintentionandbehavior.Thelongerthetimeinterval,attitudeandactionsdeviationbetweentheinconsistentorwillbebigger.

2.3Consumerdecisionmaking

Adecisionistheselectionofanoptionfromtwoormorealternativechoices.Whenapersonhasachoicebetweenmakingapurchaseandnotmakingapurchase,achoicebetweenbrandXandbrandY,orachoiceofspendingtimedoingAorB,thatpersonisinapositiontomakeadecision.（Schiffman,L.G.andKanuk,L.L.,（2007））

Consumerdecisionmakingprocess

◆Knowdemand:

Knowdemandisthestartingpointofconsumerstobuythedecision-makingprocess.Whenconsumersinreallifeorconsciousnesstotheactualandfeelacertaingapbetweenasking,andhasproducedtosolvethisproblemofrequirement,thepurchasedecisionbegan.

◆Collectinginformation:

Whenconsumersbuyfromafterthemotivation,willstartandpurchasingmotivationassociatedactivities.Ifaconsumerpurchaseofgoodsisnearby,consumerwillimplementbuyactivities,whichmeetthedemand.Butwhenneededtobuycommodityisnoteasytobebought,ordemandnotimmediatelymet,consumerwillputthisdemandinmemory,andpayattentiontocollectinganddemandrelevantandclosecontactinformationfordecision-making.

Fourmainsourceofconsumercollectinformation:

（1）Personalsource.Collectinformationfromfamily,friends,neighbors,andcolleagues.

（2）Businesssources.Thisisthemainsourceofconsumerinformation,includingadvertisingandsalespersonnelintroduction,commoditypackaging,productmanualsetcfortheinformation.

（3）Publicsources.ConsumerfromTV,radio,magazine,newspaper,andsothepublicbroadcastmediaoftheinformationreceived.

（4）Experiencesource.Consumergetsinformationfromhispersonalcontactoruseofacommodityoftheprocess.

◆Chooseandjudgment:

Whenconsumersfromdifferentchannelstoobtaininformationaboutcommodities,andtochoosethebrandbyanalyzingandcomparingandkindsofthebrandproductsmakeevaluation,finallymakedecisiontobuy.

Tocollecttheinformationtoconsumersofvariouskindsofproductsoftheevaluationofthemainfromthefollowingseveralaspects:

（1）Analysisproductattributes.Productattributesthatproducttomeetthecharacteristicsofconsumerneeds,suchasproductcolor,function,price,andsoon.

（2）Determinationbrandfaith.Consumerswillaccordingtoeachbrandattributes,setuptoeachbrandofdifferentbeliefs,suchasconfirmedwhatkindofbrandissuperiorproperties,whichattributesarerelativelypoor.

（3）Formthe"idealproducts":

Theneedsoftheconsumersbybuyingonlycanbesatisfied,andtheyexpecttogettheproductsfrommeet,istheproductofeachattributethechangeofdifferent.

（4）Makethefinalevaluation:

Consumerfrommanytochoosefromthebrands,throughsomeevaluationmethodofallkindsofbrands,soastoformtheirattitudeandforacertainbrandpreferences.Inthisevaluationprocess,mostconsumerswillalwaysbetheactualproductsandtheiridealproductsarecompared.Thus,preferencesandpurchaseintentionisnotalwaysleadtoactualpurchase,althoughbothpurchasebehaviortohavedirecteffects.Showthataspecialtypicalsignificancefinalpurchasebehavior.